Farm Life, a glossy monthly farming magazine, is set to appear on the newsstands to rival Farmers Weekly.
But Grove House publisher Caroline Calder-Smith said there will be vast differences between the publications.
“Farmers Weekly is very successful but it is tired and old fashioned,” she said.
Targeted at the top end of the farming business, the 80-page Farm Life concentrates on rural enterprise and “farm life-stylers”, with practical and technical business features as well as lifestyle coverage.
“There has never been a glossy farming mix of business and consumer. It is somewhere between Farmers Weekly and Country Living,” she commented.
Edited by Cedric Porter, the magazine will have a distribution of 50,000 and retail at £2.65. “It will be on the shelf next to Farmers Weekly – they have never had anything sitting on the shelf next to them. They have built up their “farm life” page at the back of the magazine. We’ll show them real farm life,” added Calder-Smith.